When is the right time to start running Google Search Text Ads?
Module 5.3 in the Masterclass is dedicated to explaining how to set up your Google Search Text Ad campaigns.
It's strategically positioned after the Google Shopping module because Shopping (Performance Max) will be your primary ad campaign. It is recommended that you set up your Performance Max campaign first as this is the broadest campaign type and you can start gathering data on all of your selected products straight away.
Once you have set up your first Performance Max campaign, it then begs the question, when is the right time to start your first Search Text campaign?
You can create your first Search Text ad for your store's trading name immediately. This will be a low cost ad group to run when you first get started however it is very likely to be an ad group that provides an incredibly high return on investment over the long-term. You will be ensuring that all customers searching for your brand name after visiting your website for the first time, will be able to find you again when they are ready to place their order. Follow the guidance in the program to set up your first Search Text Ad correctly.
The next Search Text Ads that you will set up will be for your product categories, brands and specific products. Along with your own trading name ad, they make up the 'Core 4' types of Search Text Ads.
To be clear on which of your categories, brands and products are going to be generating the most sales, you will need to wait a little longer before your Performance Max campaign has data to show you.
The program recommends that you wait until you start to see conversions from your Performance Max campaign before launching your first Search Text ads. This is so that you can see which of your brands and products are the most popular, allowing you to prioritise creating Search Texts Ads for them.
However, if you do not want to wait until you receive your first conversions, there is benefit in launching your Search Text Ads earlier. Alongside your conversion data you will be able to see which of your brands and products are receiving the most amount of impressions and clicks.
This impressions/clicks data is very often an early indication of which brands and products will turn out to be driving the most conversions for you as well. Therefore you can use this data to inform you as yo which categories, brands and products to start running Search Text Ads for first.
Within a few weeks you will start to see which of your brands and products are going to be your winners and then you can go ahead and start creating your Search Text Ad campaigns.